SlideShare ist ein Scribd-Unternehmen logo

Measuring your social output

•Als PPTX, PDF herunterladen•
•
Jeff Esposito
Jeff Esposito

Jeff Esposito's presentation at the Social Commerce conference at Red Rock, Las Vegas - January 25, 2012

BusinessTechnologie
1 von 41
MEASURING YOUR SOCIAL OUTPUT Jeff Esposito Manager Public Relations & Social Media, Vistaprint @Jeffespo
Image -http://www.addletters.com
SO WHO IS VISTAPRINT?
So how do we acquire, on average, 1.6M customers each quarter?
Give business cards away for FREE.
WHERE IT ALL STARTED
Conversations are “leads”…
…so measure their impact. Value of = Conversation
…so measure their impact. Value of Conversation (Financial Metrics): • 14% email opt-outs opt back in after ordering on SM • 40% of first-time customers who do not opt-in place future orders on our social network channels
Community > 8,900 fans & followers 1/25/201 2
Over 9,000 interactions with customers 1/25/201 Company Confidential Vistaprint © 2011 2
Over $30,000 in revenue 1/25/201 Company Confidential Vistaprint © 2011 2
Image: Lady Vic
Metrics evolved • Conversation share o Total mentions/Overall industry mentions
Metrics evolved • Net Promoter Score (NPS) o (Positive mentions + neutral mentions) – negative mentions/ Overall mentions NPS for Vistaprint and Competitors 9.0% 8.0% 8.0% 7.1% 7.0% 6.0% 5.0% 4.0% 3.0% 1.6% 1.8% 2.0% 1.0% 0.4% 0.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Metrics evolved • Social Influence Marketing Score (SIM) o NPS x conversation share x 1,000 SIM Score for Vistaprint and Competitors 14.0 11.9 12.0 10.0 8.0 6.0 4.0 1.6 1.6 2.0 0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0
Metrics evolved
Metrics evolved… Facebook Insights – Overall Reach 12000000 10000000 8000000 Paid 6000000 Viral Organic 4000000 2000000 0 Oct.11 Nov.11 Dec.11 • Paid reach – impressions for fan page generated by ads • Organic reach – impressions generated by company posts to fan page • Viral reach – impressions to Vistaprint fan page created by users liking page, interacting with page content, sharing content or posting about Vistaprint
Metrics evolved… People Talking @Vistaprint 30000 25000 20000 15000 10000 5000 0 Oct.11 Nov.11 Dec.11 Content Partipants Content Producers • Content Participant – Any user who has liked or commented on a piece of content created by Vistaprint on Facebook • Content Producer – A user who has created a post on the Facebook fan page in a month
Metrics evolved… Facebook Insights – New Fans & Opt-Outs Opt-Out Rate New fan drivers • 9.00% Like Box & Like Button: 14,994 8.00% • On page, news feed or ticker: 11,362 7.00% • Ads: 1,923 6.00% • Mobile: 374 5.00% • 3rd Party Apps: 276 4.00% • Facebook recommendations: 281 3.00% • Page browser: 167 2.00% • Timeline: 170 1.00% • Page likes another page: 79 0.00% Oct.11 Nov.11 Dec.11 • Admin invite: 10
SOCIAL REVENUE CY 2011 CY 2010 CY 2009
WHERE WE ARE TODAY
• >110,000 fans • >12,000 followers • >350 subscribers • 260 members • 2,000 new • Averaging 200 • >350,000 views • 400 pieces of fans per week new followers • . content shared . per week • . • .
Vistaprint social media personas Super Fans Casual Fans Value Hunters • Highly motivated • Vistaprint • Looking for a better brand evangelists promoters or the best deal • Engage on regular • Offer Vistaprint as a • Often ask about specific deals that basis solution to social would increase • 10% volume connections purchase intent • 30% of monthly • 2% of monthly volume volume
Who are our social media personalities? Disenfranchised Prospects • Dissatisfied • 40% of social bookings come • Passionately talk about their from new customers negative experience with • Looking for validation of company company, product • 38% monthly volume quality, pricing, etc. from peers • 20% monthly volume
WHERE DO WE GO NOW?
Social Media Touch Points Brand Social Media Chair
WHAT SHOULD YOU MEASURE? Image: Tomi Tapio
Image: birddogger - Charlie Bird
GOALS -METRICS • Audience: fans/followers • Comments: number of comments generated by posts • Community: overall growth of community members • Customer Interactions: total number of monthly social conversations with customers • Mindshare: percentage of buzz compared to competitors • Sales: revenue tied to promotions run via social media
Questions?
Thank You. Jeff Esposito @JeffEspo Slideshare.net/Jeffespo JeffEsposito.com

Empfohlen

Smis sat sponsored breakfast loud door
Smis sat sponsored breakfast loud doorSmis sat sponsored breakfast loud door
Smis sat sponsored breakfast loud doorMediaPost
 
FIA Queensland Social Media and Fundraising Presentation
FIA Queensland Social Media and Fundraising PresentationFIA Queensland Social Media and Fundraising Presentation
FIA Queensland Social Media and Fundraising PresentationMeredith Campbell
 
Take Control of the Donor Journey
Take Control of the Donor JourneyTake Control of the Donor Journey
Take Control of the Donor JourneyDerek Laney
 
The Social Media Metrics & Analytics guide
The Social Media Metrics & Analytics guideThe Social Media Metrics & Analytics guide
The Social Media Metrics & Analytics guideNuSpark Marketing
 
End of Promotion Report
End of Promotion ReportEnd of Promotion Report
End of Promotion ReportNarvis Kennel
 
Donor Data: The Key to Retention with Fundraising Success and CDS Global
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalDonor Data: The Key to Retention with Fundraising Success and CDS Global
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalCDS Global, Inc.
 
Measuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectMeasuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectDana Chinn
 
Oms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsOms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsMarcel Media
 

Empfohlen

Smis sat sponsored breakfast loud door
Smis sat sponsored breakfast loud doorSmis sat sponsored breakfast loud door
Smis sat sponsored breakfast loud doorMediaPost
 
FIA Queensland Social Media and Fundraising Presentation
FIA Queensland Social Media and Fundraising PresentationFIA Queensland Social Media and Fundraising Presentation
FIA Queensland Social Media and Fundraising PresentationMeredith Campbell
 
Take Control of the Donor Journey
Take Control of the Donor JourneyTake Control of the Donor Journey
Take Control of the Donor JourneyDerek Laney
 
The Social Media Metrics & Analytics guide
The Social Media Metrics & Analytics guideThe Social Media Metrics & Analytics guide
The Social Media Metrics & Analytics guideNuSpark Marketing
 
End of Promotion Report
End of Promotion ReportEnd of Promotion Report
End of Promotion ReportNarvis Kennel
 
Donor Data: The Key to Retention with Fundraising Success and CDS Global
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalDonor Data: The Key to Retention with Fundraising Success and CDS Global
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalCDS Global, Inc.
 
Measuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectMeasuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectDana Chinn
 
Oms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsOms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsMarcel Media
 
Social Media ROI Case Study
Social Media ROI Case StudySocial Media ROI Case Study
Social Media ROI Case StudyJeff Esposito
 
The Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL SeasonThe Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL SeasonJeff Esposito
 
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...MarkLeeson
 
North Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint PresentationNorth Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint PresentationJeff Esposito
 
01 wengstrom 1
01 wengstrom 101 wengstrom 1
01 wengstrom 1pirandelliano
 
Listening and acting socially
Listening and acting sociallyListening and acting socially
Listening and acting sociallyJeff Esposito
 
Micro Business Holiday Trends
Micro Business Holiday TrendsMicro Business Holiday Trends
Micro Business Holiday TrendsVistaprint
 
Internet Marketing Boot Camp
Internet Marketing Boot CampInternet Marketing Boot Camp
Internet Marketing Boot CampVistaprint
 
Mdp Presentation V 1.0
Mdp Presentation V 1.0Mdp Presentation V 1.0
Mdp Presentation V 1.0Austin Cooke
 
Social Media Full Strategy for Vista Print
Social Media Full Strategy for Vista PrintSocial Media Full Strategy for Vista Print
Social Media Full Strategy for Vista PrintNicolas Sosnowiez
 
Sas belux forum 2012
Sas belux forum 2012 Sas belux forum 2012
Sas belux forum 2012 Sven Putseys
 
Beyond the Basics: Direct Mail
Beyond the Basics: Direct MailBeyond the Basics: Direct Mail
Beyond the Basics: Direct MailVistaprint
 
Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101Vistaprint
 
Beyond the Basics: Email Marketing
Beyond the Basics: Email MarketingBeyond the Basics: Email Marketing
Beyond the Basics: Email MarketingVistaprint
 
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...Atlassian
 
A Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: VistaprintA Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: VistaprintJeff Esposito
 
The Power of Social Referrals
The Power of Social ReferralsThe Power of Social Referrals
The Power of Social ReferralsExtole, Inc.
 
Marketing Essentials - Brand
Marketing Essentials - BrandMarketing Essentials - Brand
Marketing Essentials - BrandVistaprint
 
Provappt
ProvapptProvappt
Provapptpirandelliano
 
Robert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise ExcellenceRobert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise ExcellenceMarkLeeson
 
Social Measurement Success Stories
Social Measurement Success StoriesSocial Measurement Success Stories
Social Measurement Success StoriesMichael Procopio
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 

Weitere ähnliche Inhalte

Andere mochten auch

Social Media ROI Case Study
Social Media ROI Case StudySocial Media ROI Case Study
Social Media ROI Case StudyJeff Esposito
 
The Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL SeasonThe Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL SeasonJeff Esposito
 
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...MarkLeeson
 
North Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint PresentationNorth Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint PresentationJeff Esposito
 
Listening and acting socially
Listening and acting sociallyListening and acting socially
Listening and acting sociallyJeff Esposito
 
Micro Business Holiday Trends
Micro Business Holiday TrendsMicro Business Holiday Trends
Micro Business Holiday TrendsVistaprint
 
Internet Marketing Boot Camp
Internet Marketing Boot CampInternet Marketing Boot Camp
Internet Marketing Boot CampVistaprint
 
Mdp Presentation V 1.0
Mdp Presentation V 1.0Mdp Presentation V 1.0
Mdp Presentation V 1.0Austin Cooke
 
Social Media Full Strategy for Vista Print
Social Media Full Strategy for Vista PrintSocial Media Full Strategy for Vista Print
Social Media Full Strategy for Vista PrintNicolas Sosnowiez
 
Sas belux forum 2012
Sas belux forum 2012 Sas belux forum 2012
Sas belux forum 2012 Sven Putseys
 
Beyond the Basics: Direct Mail
Beyond the Basics: Direct MailBeyond the Basics: Direct Mail
Beyond the Basics: Direct MailVistaprint
 
Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101Vistaprint
 
Beyond the Basics: Email Marketing
Beyond the Basics: Email MarketingBeyond the Basics: Email Marketing
Beyond the Basics: Email MarketingVistaprint
 
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...Atlassian
 
A Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: VistaprintA Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: VistaprintJeff Esposito
 
The Power of Social Referrals
The Power of Social ReferralsThe Power of Social Referrals
The Power of Social ReferralsExtole, Inc.
 
Marketing Essentials - Brand
Marketing Essentials - BrandMarketing Essentials - Brand
Marketing Essentials - BrandVistaprint
 
Robert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise ExcellenceRobert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise ExcellenceMarkLeeson
 

Andere mochten auch (20)

Social Media ROI Case Study
Social Media ROI Case StudySocial Media ROI Case Study
Social Media ROI Case Study
 
The Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL SeasonThe Passion of the Fan: Using Social Media to Predict the NFL Season
The Passion of the Fan: Using Social Media to Predict the NFL Season
 
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
Dr Will Barton - Future Challenges, Foresight and the Role of Government Fund...
 
North Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint PresentationNorth Shore Community College - Vistaprint Presentation
North Shore Community College - Vistaprint Presentation
 
01 wengstrom 1
01 wengstrom 101 wengstrom 1
01 wengstrom 1
 
Listening and acting socially
Listening and acting sociallyListening and acting socially
Listening and acting socially
 
Micro Business Holiday Trends
Micro Business Holiday TrendsMicro Business Holiday Trends
Micro Business Holiday Trends
 
Internet Marketing Boot Camp
Internet Marketing Boot CampInternet Marketing Boot Camp
Internet Marketing Boot Camp
 
Mdp Presentation V 1.0
Mdp Presentation V 1.0Mdp Presentation V 1.0
Mdp Presentation V 1.0
 
Social Media Full Strategy for Vista Print
Social Media Full Strategy for Vista PrintSocial Media Full Strategy for Vista Print
Social Media Full Strategy for Vista Print
 
Sas belux forum 2012
Sas belux forum 2012 Sas belux forum 2012
Sas belux forum 2012
 
Beyond the Basics: Direct Mail
Beyond the Basics: Direct MailBeyond the Basics: Direct Mail
Beyond the Basics: Direct Mail
 
Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101Marketing Essentials: Facebook 101
Marketing Essentials: Facebook 101
 
Beyond the Basics: Email Marketing
Beyond the Basics: Email MarketingBeyond the Basics: Email Marketing
Beyond the Basics: Email Marketing
 
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
Rolling Out JIRA Service Desk From 2 to 22 Locations - Gen Kallos and David S...
 
A Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: VistaprintA Case Study in Social Media Measurement: Vistaprint
A Case Study in Social Media Measurement: Vistaprint
 
The Power of Social Referrals
The Power of Social ReferralsThe Power of Social Referrals
The Power of Social Referrals
 
Marketing Essentials - Brand
Marketing Essentials - BrandMarketing Essentials - Brand
Marketing Essentials - Brand
 
Provappt
ProvapptProvappt
Provappt
 
Robert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise ExcellenceRobert Bruce - Driving Enterprise Excellence
Robert Bruce - Driving Enterprise Excellence
 

Ähnlich wie Measuring your social output

Social Measurement Success Stories
Social Measurement Success StoriesSocial Measurement Success Stories
Social Measurement Success StoriesMichael Procopio
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 
PunchTab Incentives and Engagement Platform Overview
PunchTab Incentives and Engagement Platform OverviewPunchTab Incentives and Engagement Platform Overview
PunchTab Incentives and Engagement Platform OverviewAngela Sanfilippo
 
Webinar analytics & social roi
Webinar analytics & social roiWebinar analytics & social roi
Webinar analytics & social roiAlex Littlewood
 
Social Media Marketing B2B & B2C
Social Media Marketing B2B & B2CSocial Media Marketing B2B & B2C
Social Media Marketing B2B & B2C610 Digital, LLC
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
 
How to analyze and engage users
How to analyze and engage usersHow to analyze and engage users
How to analyze and engage usersMarketingatBahrain
 
Digital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaDigital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
 
Social Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementSocial Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementLynne d Johnson
 
The Bleeding Edge of Social Media Measurement
The Bleeding Edge of Social Media MeasurementThe Bleeding Edge of Social Media Measurement
The Bleeding Edge of Social Media MeasurementKami Watson Huyse, APR
 
What makes a good website SEO & Social Media 28th April 2015
What makes a good website SEO & Social Media 28th April 2015What makes a good website SEO & Social Media 28th April 2015
What makes a good website SEO & Social Media 28th April 2015Get up to Speed
 
TAF&E - Using Social and Mobile To Increase ROI
TAF&E - Using Social and Mobile To Increase ROITAF&E - Using Social and Mobile To Increase ROI
TAF&E - Using Social and Mobile To Increase ROISarah Page
 
Social Media Strategy - Moving Beyond the "How to"
Social Media Strategy - Moving Beyond the "How to"Social Media Strategy - Moving Beyond the "How to"
Social Media Strategy - Moving Beyond the "How to"John Chen
 
Social Media That Works for Nonprofts
Social Media That Works for NonproftsSocial Media That Works for Nonprofts
Social Media That Works for NonproftsCommunications 21
 
Advanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsAdvanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsErica Campbell Byrum
 
Succeeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsSucceeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsErica Campbell Byrum
 

Ähnlich wie Measuring your social output (20)

Social Measurement Success Stories
Social Measurement Success StoriesSocial Measurement Success Stories
Social Measurement Success Stories
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
 
PunchTab Incentives and Engagement Platform Overview
PunchTab Incentives and Engagement Platform OverviewPunchTab Incentives and Engagement Platform Overview
PunchTab Incentives and Engagement Platform Overview
 
Webinar analytics & social roi
Webinar analytics & social roiWebinar analytics & social roi
Webinar analytics & social roi
 
Social Media Marketing B2B & B2C
Social Media Marketing B2B & B2CSocial Media Marketing B2B & B2C
Social Media Marketing B2B & B2C
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry
 
How to analyze and engage users
How to analyze and engage usersHow to analyze and engage users
How to analyze and engage users
 
Digital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaDigital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social media
 
Social Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of EngagementSocial Media For Social Good: Tips & Rules Of Engagement
Social Media For Social Good: Tips & Rules Of Engagement
 
Commonsense Social Media Measurement
Commonsense Social Media MeasurementCommonsense Social Media Measurement
Commonsense Social Media Measurement
 
The Bleeding Edge of Social Media Measurement
The Bleeding Edge of Social Media MeasurementThe Bleeding Edge of Social Media Measurement
The Bleeding Edge of Social Media Measurement
 
What makes a good website SEO & Social Media 28th April 2015
What makes a good website SEO & Social Media 28th April 2015What makes a good website SEO & Social Media 28th April 2015
What makes a good website SEO & Social Media 28th April 2015
 
TAF&E - Using Social and Mobile To Increase ROI
TAF&E - Using Social and Mobile To Increase ROITAF&E - Using Social and Mobile To Increase ROI
TAF&E - Using Social and Mobile To Increase ROI
 
Social Media Strategy - Moving Beyond the "How to"
Social Media Strategy - Moving Beyond the "How to"Social Media Strategy - Moving Beyond the "How to"
Social Media Strategy - Moving Beyond the "How to"
 
Social Media That Works for Nonprofts
Social Media That Works for NonproftsSocial Media That Works for Nonprofts
Social Media That Works for Nonprofts
 
HRAMA Event: Advanced Social Media & Tech Trends
HRAMA Event: Advanced Social Media & Tech TrendsHRAMA Event: Advanced Social Media & Tech Trends
HRAMA Event: Advanced Social Media & Tech Trends
 
Advanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsAdvanced Social Media & Tech Trends
Advanced Social Media & Tech Trends
 
Succeeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media SolutionsSucceeding With Social Media and FRSocial by For Rent Media Solutions
Succeeding With Social Media and FRSocial by For Rent Media Solutions
 
Liv Social media kit
Liv Social media kit Liv Social media kit
Liv Social media kit
 

Mehr von Jeff Esposito

Leveraging Social to Tell YOUR Story
Leveraging Social to Tell YOUR Story Leveraging Social to Tell YOUR Story
Leveraging Social to Tell YOUR Story Jeff Esposito
 
The Social Customer - Vistaprint Case Study
The Social Customer - Vistaprint Case StudyThe Social Customer - Vistaprint Case Study
The Social Customer - Vistaprint Case StudyJeff Esposito
 
Using Social Media to Pick a Super Bowl Winner
Using Social Media to Pick a Super Bowl WinnerUsing Social Media to Pick a Super Bowl Winner
Using Social Media to Pick a Super Bowl WinnerJeff Esposito
 
Deciding the fall classic with social buzz
Deciding the fall classic with social buzzDeciding the fall classic with social buzz
Deciding the fall classic with social buzzJeff Esposito
 
Is social media right for you?
Is social media right for you?Is social media right for you?
Is social media right for you?Jeff Esposito
 

Mehr von Jeff Esposito (7)

Leveraging Social to Tell YOUR Story
Leveraging Social to Tell YOUR Story Leveraging Social to Tell YOUR Story
Leveraging Social to Tell YOUR Story
 
Top tweets of 2011
Top tweets of 2011Top tweets of 2011
Top tweets of 2011
 
Looking to 2015
Looking to 2015Looking to 2015
Looking to 2015
 
The Social Customer - Vistaprint Case Study
The Social Customer - Vistaprint Case StudyThe Social Customer - Vistaprint Case Study
The Social Customer - Vistaprint Case Study
 
Using Social Media to Pick a Super Bowl Winner
Using Social Media to Pick a Super Bowl WinnerUsing Social Media to Pick a Super Bowl Winner
Using Social Media to Pick a Super Bowl Winner
 
Deciding the fall classic with social buzz
Deciding the fall classic with social buzzDeciding the fall classic with social buzz
Deciding the fall classic with social buzz
 
Is social media right for you?
Is social media right for you?Is social media right for you?
Is social media right for you?
 

Kürzlich hochgeladen

Case study on tata clothing brand zudio in detail
Case study on tata clothing brand zudio in detailCase study on tata clothing brand zudio in detail
Case study on tata clothing brand zudio in detailAriel592675
 
Future Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted VersionFuture Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted VersionMintel Group
 
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In.../:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...lizamodels9
 
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfDigital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfJos Voskuil
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCRashishs7044
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMintel Group
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...ictsugar
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
 
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...lizamodels9
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfrichard876048
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 

Kürzlich hochgeladen (20)

Case study on tata clothing brand zudio in detail
Case study on tata clothing brand zudio in detailCase study on tata clothing brand zudio in detail
Case study on tata clothing brand zudio in detail
 
Future Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted VersionFuture Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted Version
 
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In.../:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
 
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfDigital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
 
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 

Measuring your social output

  • 1. MEASURING YOUR SOCIAL OUTPUT Jeff Esposito Manager Public Relations & Social Media, Vistaprint @Jeffespo
  • 2.
  • 3.
  • 5. SO WHO IS VISTAPRINT?
  • 6.
  • 7.
  • 8. So how do we acquire, on average, 1.6M customers each quarter?
  • 9. Give business cards away for FREE.
  • 10. WHERE IT ALL STARTED
  • 11.
  • 13. …so measure their impact. Value of = Conversation
  • 14. …so measure their impact. Value of Conversation (Financial Metrics): • 14% email opt-outs opt back in after ordering on SM • 40% of first-time customers who do not opt-in place future orders on our social network channels
  • 15. Community > 8,900 fans & followers 1/25/201 2
  • 16. Over 9,000 interactions with customers 1/25/201 Company Confidential Vistaprint © 2011 2
  • 17. Over $30,000 in revenue 1/25/201 Company Confidential Vistaprint © 2011 2
  • 19.
  • 20. Metrics evolved • Conversation share o Total mentions/Overall industry mentions
  • 21. Metrics evolved • Net Promoter Score (NPS) o (Positive mentions + neutral mentions) – negative mentions/ Overall mentions NPS for Vistaprint and Competitors 9.0% 8.0% 8.0% 7.1% 7.0% 6.0% 5.0% 4.0% 3.0% 1.6% 1.8% 2.0% 1.0% 0.4% 0.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
  • 22. Metrics evolved • Social Influence Marketing Score (SIM) o NPS x conversation share x 1,000 SIM Score for Vistaprint and Competitors 14.0 11.9 12.0 10.0 8.0 6.0 4.0 1.6 1.6 2.0 0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0
  • 24. Metrics evolved… Facebook Insights – Overall Reach 12000000 10000000 8000000 Paid 6000000 Viral Organic 4000000 2000000 0 Oct.11 Nov.11 Dec.11 • Paid reach – impressions for fan page generated by ads • Organic reach – impressions generated by company posts to fan page • Viral reach – impressions to Vistaprint fan page created by users liking page, interacting with page content, sharing content or posting about Vistaprint
  • 25. Metrics evolved… People Talking @Vistaprint 30000 25000 20000 15000 10000 5000 0 Oct.11 Nov.11 Dec.11 Content Partipants Content Producers • Content Participant – Any user who has liked or commented on a piece of content created by Vistaprint on Facebook • Content Producer – A user who has created a post on the Facebook fan page in a month
  • 26. Metrics evolved… Facebook Insights – New Fans & Opt-Outs Opt-Out Rate New fan drivers • 9.00% Like Box & Like Button: 14,994 8.00% • On page, news feed or ticker: 11,362 7.00% • Ads: 1,923 6.00% • Mobile: 374 5.00% • 3rd Party Apps: 276 4.00% • Facebook recommendations: 281 3.00% • Page browser: 167 2.00% • Timeline: 170 1.00% • Page likes another page: 79 0.00% Oct.11 Nov.11 Dec.11 • Admin invite: 10
  • 27.
  • 28. SOCIAL REVENUE CY 2011 CY 2010 CY 2009
  • 29. WHERE WE ARE TODAY
  • 30. • >110,000 fans • >12,000 followers • >350 subscribers • 260 members • 2,000 new • Averaging 200 • >350,000 views • 400 pieces of fans per week new followers • . content shared . per week • . • .
  • 31. Vistaprint social media personas Super Fans Casual Fans Value Hunters • Highly motivated • Vistaprint • Looking for a better brand evangelists promoters or the best deal • Engage on regular • Offer Vistaprint as a • Often ask about specific deals that basis solution to social would increase • 10% volume connections purchase intent • 30% of monthly • 2% of monthly volume volume
  • 32. Who are our social media personalities? Disenfranchised Prospects • Dissatisfied • 40% of social bookings come • Passionately talk about their from new customers negative experience with • Looking for validation of company company, product • 38% monthly volume quality, pricing, etc. from peers • 20% monthly volume
  • 33. WHERE DO WE GO NOW?
  • 34.
  • 35.
  • 36. Social Media Touch Points Brand Social Media Chair
  • 37. WHAT SHOULD YOU MEASURE? Image: Tomi Tapio
  • 38. Image: birddogger - Charlie Bird
  • 39. GOALS -METRICS • Audience: fans/followers • Comments: number of comments generated by posts • Community: overall growth of community members • Customer Interactions: total number of monthly social conversations with customers • Mindshare: percentage of buzz compared to competitors • Sales: revenue tied to promotions run via social media

Hinweis der Redaktion

  1. 2,460 visits to blog4,666 page views3,132 new FB fans119,599 impressions on FBDriving 1,186 visits to blog
  2. 2,460 visits to blog4,666 page views3,132 new FB fans119,599 impressions on FBDriving 1,186 visits to blog